The Study on The Role of E-Wallets Feature in Influencing Universities Students' Purchasing Decisions

This research investigates the influential role of e-wallet features on the purchasing decisions of students at University Malaysia Kelantan, within the context of the rapidly evolving digital payment landscape. With e-wallets gaining popularity as a convenient and secure mode of financial transactions, understanding their impact on student consumers becomes imperative. Through a mixed-methods approach, data was collected from undergraduate students through surveys and interviews, analyzing various e-wallet attributes such as ease of use, security, rewards, and merchant variety. Preliminary findings reveal that e-wallets play a significant role in shaping students' purchasing behavior, primarily due to their convenience and availability of attractive rewards. The study also uncovers the influence of peer interactions and perceptions of e-wallets on students' adoption and usage patterns. Keywords: E-wallets, digital payments, purchasing decisions, consumer behavior, financial technology, convenience, rewards, student consumers.